The Diamond Empowerment Fund said that its new ‘Diamonds Do Good’ campaign, which has a particular emphasis on the millennial consumer, has reached over three million consumers within the target group and has achieved outstanding metrices on a number of other parameters.

The campaign includes a recent updated look to the DiamondsDoGood.com website as well as a targeted media plan including Hulu, Pandora, YouTube, and an online influencer strategy. DEF said that the message of ‘Diamonds Do Good’ is resonating with consumers. On Hulu alone, the Diamonds Do Good campaign video performed 100% better than the average campaign in number of completed views, and 300% better in number of viewers clicking to the website. Similar metrics are being tallied on the other sites.

The revamped website keeps current with millennial trends and likes. New sections include celebrities who are championing the message to ‘do good,’ and a dedicated section titled ‘Neighborhood Jewelers Strengthening Community Ties’ that tells the stories of independent jewellers giving back to their own communities, DEF stated.

The organisation said that it would be making a presentation of “What Your Customers Want – and Need – To Know: How Diamonds Do Good” at the forthcoming JCK Show. This will help retailers communicate this powerful message to their existing and new customers. DEF added that a simple, but comprehensive toolkit will be discussed including tips on how to engage customers in store and online and how individual retailers can get their stories uploaded to the website.